The Verification of the Relationship Between the Characteristic of Short-Form Beauty Content Using Latent Profile Analysis and the Advertising Attitude and the Behavioral Intention

This study Characteristic the attributes of the short-form beauty content using the latent profile analysis and empirically analyzes it with the purpose of confirming the difference in the advertising attitude and behavioral intention. From September 5th through September 10th, 2022, an online self-report questionnaire was conducted among the short form subscribers aged in their 20s and 30s who used beauty content at least once, and 406 copies were analyzed using the ‘SPSS ver.25’ and M-plus 7.0 programs. As a result of the analysis, first, based on the analysis of the latent profile, the beauty content characteristics of the short-form subscribers turned out to be as follows. Group 1 was at an overall low level, Group 2 was at a low level of creativity and interactivity (relatively high playfulness, information, and reliability), and Group 3 was at a high level of informationality and reliability, Group 4 had a low level of reliability and a high level of creativity, Group 5 had an overall medium level, and Group 6 had an overall high level. Second, a significant difference was confirmed in terms of the relationship between the beauty content characteristic type and the general characteristics of the short form subscribers. Third, as for the kind of relationship between the beauty content characteristics types demonstrates the advertising attitude and behavioral intention of the short-form subscribers, the result yielded that the advertising attitude is an overall high level > a high level of informationality and reliability, > a low level of creativity and interactivity > a low level of reliability and a high level of creativity, an overall middle level > an overall low level, and behavioral intention was found to be high in the order of overall high level > informationality and reliability: a high level > creativity and interactivity: a low level, reliability: a low level and creativity: a high level, and an overall medium level > an overall low level. As a result of the difference in the variables among the Groups, it was derived that the content attribute Characteristic did affect the advertising attitude and behavioral intention of playfulness, informationality, and reliability. Hence, the basic data are provided at the time when the mobile media is transformed into a consumer’s ‘prosumer’, it is based on suggesting a new consumption culture such as editing method, planning, and production according to the diversity of the short-form beauty content and the direction of beauty industry content leading the upload of reprocessed content.